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Retail Spotlight: Israel Diamond Supply

Diamonds, engagement rings, wedding bands and other fine jewelry are high-consideration purchases that many consumers prefer to make in a physical store. In our digital age, however, a distinctive website and online store showcasing high-end diamond rings, necklaces, earrings and bracelets is essential for a jeweler to drive sales.

That’s been the case at Israel Diamond Supply, a diamond and jewelry retailer in Tulsa, Okla., that sells at wholesale prices and is one of the largest privately owned volume dealers of certified diamonds and bridal jewelry in the U.S. Founded in 1991, Israel Diamond has seen traffic to its website and its physical store in Tulsa soar since implementing LightCMS in early 2013.

Replacing a static website that linked to product content and images hosted by a supplier, LightCMS’s built-in capabilities for search engine optimization (SEO) have enabled shoppers to find Israel Diamond on the web, which wasn’t happening with its previous site.

“We’ve seen a dramatic increase in sales—we’re up about 30% in terms of revenue compared to 2012,” said Chris Price, director of ecommerce at Israel Diamond. “The visibility our site has gotten through SEO and Google rankings has dramatically increased traffic. Customers always say, ‘I was looking at your website and I’m interested in this ring.’”

An Elegant Brand Experience

Designed by the LightCMS professional services team, the Israel Diamond site reflects elegance in colors, imagery and text while offering easy navigation across categories and some 6,000 products. A custom-built “Diamond Search” search engine gives shoppers interactive controls to find diamonds by shape, carats, color, clarity, cut, price and other attributes.

“We get compliments on the design of our site every single day,” Price said. “An online presence is obviously very important in this day and age and LightCMS gives us an easy way to get in touch with customers and potential customers.”

Besides the inviting front-end, LightCMS, selected over WordPress and several other hosted CMS systems, gives Israel Diamond excellent ease of use in updating site content and imagery, making it simple to keep the site fresh and up to date. Blog capabilities offer another way to engage with prospects and customers.

“LightCMS is very easy to use without having to worry about code on the back end—pretty much like updating your Facebook page,” Price said. “We have complete control of the content on our website so we don't have to rely on third parties to get things done."

Safe and Streamlined Online Shopping

Meanwhile, the integrated online store capabilities in LightCMS enable Israel Diamond shoppers to buy online, which wasn’t possible with the previous site. The company takes advantage of secure cart and checkout, order and light inventory management, email order confirmations, and integration with FedEx, UPS and USPS to offer a safe and streamlined shopping environment.

Learn how other retailers like yours are growing their online business on LightCMS.